FROM PLAN TO PLATE Influencing the hospitality customer journey in a new world - In partnership with - Institute of Hospitality
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FROM PLAN TO PLATE Influencing the hospitality customer journey in a new world In partnership with
FROM PLAN TO PLATE
Welcome to the Plan to Plate 2021 insight report. KAM is delighted to have
partnered with Zonal, the technology provider empowering hospitality businesses,
to bring you this deep dive into the hospitality consumer’s journey from ‘plan to
plate’ in a new world.
The shape of hospitality has changed forever. One thing, however, never changes -
the importance of understanding the way in which customers think and behave.
Influencing these thoughts and behaviours is becoming harder as they, and the
world around them, changes. To better support hospitality operators and brands as
they adapt to the world we now live in, this research report tracks the hospitality
customer's decision process, from plan to plate. We will follow the customer
journey from the initial decision to leave the house and venue choice through to
ordering, paying and leaving a review.
For this report we conducted an in-depth research study with 1,004 UK adults. This
was a nationally representative sample of UK residents, aged 18+, who typically
visit pubs, bars and restaurants. The research was conducted 2nd – 6th April 2021.
Source: KAM Media Plan to Plate 2021 Report
The hospitality customer journey
The customer decision journey is a model that shows how customers complete a visit and purchase within a hospitality
venue, from plan to plate. There are 5 key stages and this report will take you on the customer journey.
INFLUENCES
Making the decision to go out versus staying in. Exploring the alternatives that are vying
for consumer spend at home compared to within hospitality
CONSIDER
That moment when a potential customer considers the need and considers the solutions
that fit that need
EVALUATE
When the customer evaluates all the options available to them and decides which is their most
preferred
PURCHASE
When the customer makes the choice of venue and the choice of food and/or drink to order
LOYALTY
Ensuring the customer enjoys and connects with the experience, leaves a review and comes back for more
Source: KAM Media Plan to Plate 2021 Report
Influencing customer decisions
Every customer will follow this journey and at each key touchpoint, there are opportunities for brands and operators to influence the
decisions that customers make and to surprise and delight. BUT these can also be key ‘stress points’ for customers along the journey.
INFLUENCES & EVALUATE PURCHASE LOYALTY
Decision to Service in Decision to
‘go out’ venue return
Finding a Ongoing
venue Deciding on engagement
food/drink
Paying the Leaving a
Making a Being seated bill review
reservation
Source: KAM Media Plan to Plate 2021 Report
INFLUENCE & CONSIDER This section will explore what influences a consumer’s decision to go out Vs staying in, whilst taking a look at the alternatives that are vying for consumer spend, i.e. the rapid rise of in-home experiences. In partnership with
Let’s start with the role of hospitality
‘The top 10 things we like most
about going out to pubs, bars
and restaurants’
The average hospitality customer visits pubs,
bars and restaurants 4.4 times a month. Socialising with friends/family 51%
That’s more than once a week. It’s part of their lifestyle and Good food 49%
it forms part of the fabric of their social connectivity.
Being out of the house 33%
We see this even more with the Gen Z (5.5 x per month)
and Millennials (5.9 x per month). Trying new food 30%
Of course, going to pubs, bars and restaurants is about Experiencing the atmosphere 28%
experiencing quality food and drinks but, above all that, it’s
about spending time with friends and family in an inviting, Friendly staff 22%
buzzy, bustling atmosphere.
Being around other people 20%
By our nature, as human beings, we are resourceful and
over the last 12 months we’ve managed to bring a lot of
A nice glass of wine 18%
what’s good about going out into our homes. However, the
atmosphere and physical interaction is much harder to
Getting to dress up 15%
imitate and replicate. As hospitality starts to bounce back,
we explore the role that hospitality plays in consumers’
Draught beer 14%
social connections.
Source: KAM Media Plan to Plate 2021 Report
Lockdown has formed new social habits
During lockdown many of us tried to replicate our visits to hospitality venues in our homes and
gardens. Many people have certainly noticed a benefit to their bank balance as well as how
much easier it is to ‘travel’ to your front room. There are also trends which have emerged that
will have an impact on not just the way in which people view hospitality but how they use it
and, more importantly, what their expectations will be for what hospitality needs to offer in the
future. As an industry, we need to take note of the things that consumers have liked about
being at home and replicate in our venues.
What did UK consumers like about staying in rather
than going out?
30% 29%
18% 18%
16% 16%
13% 12%
8%
A more relaxed Cooking your own Not being Takeaway/trying Trying new food Paying less f or Playing games Socialis ing with Making your own
environment food surrounded by cook at home kits quality food and friends online cocktails
other people wine
Source: KAM Media Plan to Plate 2021 Report
Eating and drinking at home
Brits have been spending more money on food for cooking at home during lockdown. With spend on cooking and baking ingredients up 200% and 158%
respectively. We know that people have been cooking more at home, and enjoying doing so, whilst also pushing the boat out on more expensive ingredients
to make those dishes a bit more special. We’ve also seen an increase in snacking foods, both sweet and savoury. Interestingly, we have seen a ‘net’ decline
in spend on alcohol. However, it’s important here to understand that this is a perceived reduction in spend and not volume. Clearly there is a perception
amongst consumers that due to the relative cheaper prices from supermarkets etc, they have been spending less money on alcohol during lockdown.
It’s clear, though, that this will have implications on how much and how often these consumers will be willing to spend on food and drinks as they return to
hospitality venues.
Sweet snacks 37% 44%
Raw ingredients to make main meals with 36% 45%
Savoury snacks 35% 47%
Raw ingredients to bake with 31% 38%
Soft drinks 28% 50%
Wine 23% 34%
Ready-made meals 17% 41%
Beer 17% 34%
Spirits 16% 38%
What food and drink have UK
consumers been spending
Ready-to-drink cocktails 12% 21%
money on during lockdown?
Meal-kits from restaurants/pubs 11% 17%
Cider 11% 30%
Sparkling wine 10% 32%
Low & no alcohol drinks 9% 24%
More The same Less I've never bought
Source: KAM Media Plan to Plate 2021 Report // Q. During lockdown, have you been spending more or less money per month, on average, on the following?
Subscriptions and home deliveries
The biggest increases in spending 'at home' for Brits during lockdown were on entertainment subscription services, with a 167% increase in spending on TV
subscriptions like Disney+, a 143% increase in spend on video gaming and a 138% increase in spend on video calling services. Whilst technology has been
spearheading most of our ‘in-home entertainment’, lockdown has also seen an increase in spend on board games, up 27%. Interestingly, the highest
increases in spend have been from the 18-34-year-olds, which is a core consumer base for many pubs, bars and restaurants. It suggests, therefore, that
lockdown has forged new social habits amongst these age groups, and created new social occasions which will now compete alongside traditional hospitality
venues for consumer time and spend. Can hospitality afford to return as normal or do they need to consider how their customers have changed over the
last 12 months? Hospitality should be exploring 'at-home', that much is obvious- but how can they also benefit from a subscription model? During
lockdown, what have we been spending more or less money per month on…?
Takeaways from local restaurants 30% 31% 20% 19%
Online TV subscriptions (e.g., Disney +, Netflix, etc.) 24% 44% 9% 23%
Online video call subscription (e.g., Premium Zoom subscription) 19% 20% 8% 53%
Video games and online gaming (e.g., PlayStation Plus, Xbox Live, etc.) 17% 29% 7% 47%
Board games 14% 34% 11% 41%
Alcohol subscriptions (e.g., monthly beer/wine boxes, whisky/gin clubs, etc.) 12% 14% 12% 62%
Other food and/or drink subscriptions (e.g., coffee) 10% 21% 9% What subscriptions
60% and
deliveries have UK consumers
Meal-kit boxes (e.g., Gousto, Hello Fresh, etc.) 10% 15% 10% been 65%
spending money on during
Meal-kits from local restaurants 8% 15% 8% lockdown?
69%
Veg boxes (e.g., Riverford, Abel & Cole, etc.) 7% 15% 9% 69%
Meal kits from restaurants around the country 7% 14% 10% 69%
More The same Less I've never bought
Source: KAM Media Plan to Plate 2021 Report // Q. During lockdown, have you been spending more or less money per month, on average, on the following?
Hospitality at home ‘At home’ meal kits and food boxes aren’t just for lockdown. We’ve seen some great examples of leading pubs and restaurants continuing to showcase their ‘at–home’ offerings during the re-opening phase. We need to think of the ‘at home’ occasion as an extension of the brand and not a cannibalisation of sales. Operators can now have access to two of their customers' tables – in venues and in their homes. It also allows operators to broaden their brand reach, both geographically and also potentially becoming relevant to a broader customer base. Source: KAM Media Plan to Plate 2021 Report
Will customers return to hospitality in the same way?
It would seem that it’s going to be a tough road ahead for hospitality to return to the levels of
consumer spend that we were accustomed to prior to the pandemic, certainly in the short term.
According to our research, customers believe that they will visit pubs, bars and restaurants less -16% Going out for lunch
than they did prior to lockdown– across many key occasions. The occasions that are likely to feel
-18% Dating
the brunt will be afternoon tea, brunch and drink-only and we also expect remote working to be
slow to return to pre-pandemic level. Food-led occasions are potentially going to be the most
-18% Going out for breakfast
robust. Dining, therefore is going to become a key element in driving footfall to venues within the
immediate future. Operators will need to help customers overcome these initial ‘fears’ and give -19% Going out for dinner
them every reason to return to our venues for these occasions.
-20% Going out for coffee
-28% Remote working
-29% Going out for drinks
-31% Events such as quizzes
-31% Watching live sports
-33% Going out for brunch
-36% Going out for afternoon tea
The ‘net’ change, short term, in occasions which customers believe
they will visit pubs, bars and restaurants for when they re-open
Source: KAM Media Plan to Plate 2021 Report"Forced to stay at home for most of the past year, a large proportion of the
population have created a new way of living, discovered new activities,
unearthed new desires, experienced frustrations, and sought greater purpose
for their lives.”
“We have seen many trends developed, or existing ones accelerated, with new skills learnt, such as cooking and
baking from scratch or crafting; and we have spent our money differently, switching out of home spend on food and
drink to in-home experiences. The re-opening of hospitality has seen significant pent-up demand for eating and
drinking out of home (despite the weather), predominately for the social interaction, but this is to be expected given
the restrictions placed on our freedoms. What will stick over the course of the next few years is critical to
understand...
The consumer need for greater ‘Purpose’ and ‘Fulfilment’ are long term trends that have been amplified and brought
forward considerably; these two trends are shaping consumers behaviours now and are here to stay. The in-home
experiences have also gained stickiness, and for some consumers, wariness of the out-of-home market will remain for
some time.
Future hospitality has to recognise these long-term trends, the changed consumer behaviours, and the stickiness of
the in-home experience, and adapt the offer to meet these new demands and expectations; key to this will be the
experience delivered, the value from great hospitality, and the ability to be where consumers’ demands are – and that
won’t always be in the same place as they were before!
A clear positioning of the hospitality offer is recommended, targeting specific consumer occasions, such as ‘Social
Refuelling’, ‘Destination Dining’ or ‘Foodie Heaven’, and a demonstration of a deep understanding of the many
alternatives that consumers now have.”
Simon Stenning
Founder of FutureFoodservice
Source: KAM Media Plan to Plate 2021 ReportThe biggest hospitality frustrations
Clearly the fallout from Covid will have an influence on the extent to which customers will return to hospitality in the immediate future. However, time away
has also allowed customers to reflect on what frustrates them most about going out v staying in. Hospitality should be a welcoming, enjoyable environment
that makes customers want to come back time and time again. However, there are lots of things that frustrate customers about the experience currently.
We’ve been enjoying the ‘hassle-free’ experience of entertaining at home over the last 12 months, so venues need to ensure that going out can deliver the
experiences and atmosphere we’ve been missing but without the added hassle.
Being forced to queue outside a venue (i.e., no bookings) 55%
Being told a certain dish has run out when you order it 50%
The top frustrations
Under-attentive waiting staff 48%
we have when
Being forced to order food and pay via an app 47%
eating and/or
drinking out in pubs, Trying to get a waiting staffs attention when waiting to pay 46%
bars and restaurants Being told about the specials rather than having them written down 43%
Trying to get a waiting staff's attention when wanting to order 40%
Waiting to be seated at a table 39%
Being forced to have a to book a table (i.e., no walk-ins) 36%
Not knowing how much youve spent until you see the final bill 35%
Over-attentive waiting staff 34%
Trying to find somewhere new to go to 33%
Not being able to split bill easily 31%
Waiting for orders to arrive 31%
Not knowing what table youre going to have before you get to the venue 29%
Trying to find somewhere which everyone in your party agrees upon 27%
Source: KAM Media Plan to Plate 2021 Report // Q. How frustrating do you find the following when eating and/or drinking out in pubs, bars and restaurants?“Having accepted the need for technology over the past 12
months, consumers now have a greater understanding of how
it improves their experience in terms of removing some of
their typical frustrations. From an operators’ perspective this can
only be positive, as maximising the power of tech helps free up staff to
concentrate on those elements that help enhance the overall guest
experience. It also provides greater choice for their customers in how
they want to order.
We know that there is pent-up demand from consumers to come back
to hospitality but we are likely to see a more knowledgeable and
demanding consumer, with many preferences shaped by the events of
the past year. So while the need for seamless and efficient service
remains as important as ever, those operators that deliver an extra
special experience will be in pole position.”
Alison Vasey
Group Product Director, Zonal
Source: KAM Media Plan to Plate 2021 ReportThe ‘going out Vs staying in’ dilemma
We’ve all had those moments when friends or family want to go out to a pub, bar or restaurant and you have that decision to make – do you go or
do you stay? Similarly, we may have planned a night in with our loved one, or catching up with friends on Zoom, but suddenly there is the urge to
get out of the house and go to a pub, bar or restaurant instead. What are the factors that are most likely to force our hand in each scenario?
Through understanding the barriers and triggers to customer footfall, venues can be better prepared to influence this pivotal decision and swing the
pendulum in their favour.
What makes us stay at home instead of going out? What makes us go out instead of staying in?
Bad weather // 40% Special deals on food // 34%
Difficult to make a reservation // 34% Special deals on drinks // 25%
Hassle to get to the venue // 34% Events (e.g. live music, quiz, etc.) // 25%
Received an email or text from a venue and
Tempted by a takeaway instead // 20% it tempted me // 18%
Switch to doing a zoom call instead // 20% Saw on social that other friends were going out // 15%
Source: KAM Media Plan to Plate 2021 Report“People have had the opportunity to create a lot of
experiences at home. Using meal-kits and delivery cocktails, for
example, to do some of the heavy lifting. Our business, however, is
built on delivering an experience that is very difficult to replicate at
home. Although it’s limited some of our ability to transfer that to the
home, it does put us in a strong position to capitalise on people
coming back into hospitality.
We are a destination venue, we aim to bring people to us – there is an
experience in the atmosphere, the curation of music, the vibe, the
lighting, etc. – which is hard to achieve at home. This is key for us. It
doesn’t matter how good your food or your drink is, the energy that a
full room can bring to an evening out is the biggest weapon we have
in the fight for footfall”
Simon Potts
CEO, The Alchemist
Source: KAM Media Plan to Plate 2021 ReportIndustry checklist
ü Look at the things that consumers have liked about being at home and try to
replicate these experiences in our venues. Think about the relaxed, easy-going
at home experiences we’ve been enjoying and ensure that going out doesn’t
mean that customers have to ‘go out of their way’ or feel ‘inconvenienced’ by
the experience.
ü At the same time we need to accentuate the factors that make hospitality
unique (e.g. atmosphere, experience, speciality drinks, etc.) We need to really
dial up those elements that have always made us unique – now is the time to
really shout about them.
ü Don’t forget about the ‘at-home’ experiences – this is the perfect opportunity to
create an offer that works across all occasions. Customers suggest they will be
switching some of their traditional ‘out of home’ occasions into ‘at home’
occasions – so make sure that your offer can straddle both seamlessly – either
through takeaway food/drink options or meal kits, food boxes, etc.
ü Be fast and flexible – many consumers make the ‘home Vs out’ decision on the
day – be ready (and able) to influence their decision.
Source: KAM Media Plan to Plate 2021 ReportEVALUATE
This section will explore what factors are at play when a
consumer considers their options and makes the decision
to visit a pub, bar or restaurant.
In partnership withYou’re going out, but where are you going?
So we’ve made the decision to go out 'Search’ 'Reviews’
somewhere for food and/or drinks. However,
how do we choose a venue and, crucially,
what are the best methods for operators and Total 18-24 25-34 35-54 55
brands to influence this decision? 61% of Total 18-24 25-34 35-54 55
consumers use at least one ‘tool’ to help them
choose a venue. With the remainder happy to 46%45%
40%
41%
38% 39% 35%
visit the places that they usually go to. This 35% 33%
28%
represents a huge opportunity to 25% 27% 23% 22%
25%
21%
24%
8% 6% 7% 7% 10%
6% 17%
influence the decision. 11% 3% 2% 3% 2%
15%
General internet search Google 'Near Me' search Voice search Recommendations from Pub/restaurant review Reviews in
General internet searching and seeking friends/family websites/apps (e. g. , magazines /newspapers
TripAdvisor)
recommendations from friends and family are
the main sources of help for consumers.
However, we see huge generational swings Total 18-24 25-34 35-54 55
when it comes to the use of social media,
with Gen Z and Millennials, in particular, 42%
heavily reliant on Instagram, Facebook and
32% 33%
TikTok for ideas and inspiration. 27%
21%
18% 20% 17% 17% 7%
Brands and operators need to ensure they are 4%
16%
13% 11% 1% 12%
5%
0% 10% 0%
targeting the right channels which fit with “Social’
their strategy and target customer base. Fac ebook Instagram Twitter TikTok
Source: KAM Media Plan to Plate 2021 ReportWhat are we looking for when we search?
‘The top things we look for
when researching for potential
pubs, bars and restaurants’
Menus and prices are a key element of
What's on the food menu 54%
what customers are searching for,
alongside customer reviews. (Remember
Reviews from other customers 47% price doesn’t mean ‘cheapest’, it means
‘within my expected budget for that
Prices 44% occasion.’)
Photos of the food 31% We see nearly 1-in-3 customers looking up
photos of the venue and the food. This is
considerably higher with Gen Z and
Photos of the venue 27%
Millennials, with nearly 1 in 2 looking for
photos of food. We know how powerful
How popular it is 22% ‘Instagram-ability’ is with this generation
and they eat with their eyes, and in many
What's on the drinks menu 17% cases with their phones, before they even
consider using their mouths!
Reviews from experts / critics 17%
Older demographics are far more likely to
favour customer reviews as the key
Specific food options i.e., vegan, gluten free 10% determining factor.
Source: KAM Media Plan to Plate 2021 ReportWill we be more adventurous out of lockdown?
‘Are we more or less likely to try new venues we’ve
not been to before once hospitality is fully re-open?’ UK hospitality customers will be more
adventurous with their choice of pubs, bars and
More likely Less likely
restaurants going forward.
It appears that we may be cautious when it comes to returning
to pubs, bars and restaurants in general, but when it comes to
35%
trying out new venues, we’re actually going to be a little more
38%
41%
adventurous. Women more so than men, and the trend
All towards the carefree younger demographics enjoying
customers Men Women hospitality continues to ring true.
In here there will be elements of people looking to support
18%
22% 24% local venues that perhaps they’ve not visited before, as they
look to give something back to the local community in these
difficult times. Also, however, it may be that we are looking to
reduce the frequency of visits, but to make sure that every visit
28%
counts – and that we look to experiment more and try new
35%
venues – in order to maximise these going-out occasions.
18-34 35-54 55+
54%
Now is the time for venues to communicate with new
24% customers who are looking to try something different and
19%
become part of their regular ‘repertoire’ post-pandemic.
21%
Source: KAM Media Plan to Plate 2021 ReportInfluencing venue choice
‘The top 10 factors that will
influence our choice of pubs,
Location, familiarity and ease of getting to the venue bars and restaurants’
will be the top influences on customers’ choice of
pub, bar or restaurant after they re-open fully.
We’ve already seen that the unique atmosphere of Location 40%
hospitality has been the hardest thing to replicate at home
for consumers, and it’s almost level with Covid Been here before and liked it 38%
prevention/protection compliance in terms of what they’re
looking for when choosing a venue. Making customers feel How easy it is to get to 30%
‘safe’ is still critical and will be for some time.
Covid prevention/protection 26%
Operators must bring the atmosphere back, and quickly, in
order to ensure that the return to venue doesn’t become a Budget 26%
token gesture but the return of the habitual visit.
Cuisine style 25%
Atmosphere 24%
Parking nearby 21%
Word of mouth 20%
Where you can book 18%
Source: KAM Media Plan to Plate 2021 Report“For us it’s all about doubling down on experience. It’s
front and centre of what we do. The aim of for us, now, is to
take this to the next level. We’re now competing against customer’s
homes – watching latest movies, cooking good food and having
quality drinks delivered at home.
So experience is going to be more important that ever. Consumers
will be making a more considered choice about where to go. Just
having a good location, won’t cut it anymore. You need to become
a destination as customers are more likely to be making plans as to
where they’re going to go. Delivering an exceptional and unique
experience, therefore, becomes critical in driving footfall.”
Charles Gilkes
Co-Founder, Inception Group
Source: KAM Media Plan to Plate 2021 ReportTo book or not to book
1 in 6 hospitality customers are more likely to book
when visiting pubs, bars and restaurants now
compared to pre-pandemic.
The majority of customers are happy to make reservations 51% 38%
when visiting pubs, bars and restaurants. With table-only
service for the immediate future, it will, in a lot of cases be “I like to book so I “I expect to book
the only way to guarantee that you are able to visit at all. know I can have for food, but not
an available table” for a drink”
Over 1-in-3 customers, however, would take issue with
having to book a table in a pub or bar when having drinks-
only. Clearly this may be something that customers will have
to get used to, certainly in the short-term, but it’s important
for these venues to understand customer sentiment and
ensure that they retain a certain proportion of tables for
26% 18%
walk-ins.
There is an element of the customer base who enjoy the
spontaneity of a visit to a pub, bar or restaurant. Nearly 1-
“On the busier “I don’t like
in-5 don’t like to be tied to a time, so we need to make sure
days I'd expect to booking as it
that booking is quick and easy with the potential to be done
whilst on the way to the venue. book if I want to means I’m tied to
guarantee a table” a time”
Source: KAM Media Plan to Plate 2021 Report //“All the evidence shows us that the culture of pre-booking is here to stay, and there are
enormous benefits for both customer and operator.
Customers are now sold on the advantages of pre-booking, allowing them to overcome any fears around the safety and well-being of their group,
securing a table when it suits them most, and feeling good about their interaction with you - their host. From initial enquiry right through to the actual
experience, pre-booking sets the tone for the customer’s whole visit, giving you - the operator - one of the most practical and significant opportunities
to sell your unique offering or brand.
For Operators, pre-booking is win:win! Efficiency savings associated with your labour costs and outgoings; better financial forecasting; improved
planning and delivery of your products; substantially improved communication with your customers, and the opportunity to drive a higher spend by
selling packages in advance.
Top tips for operators to drive organic growth via pre-booking:
1. Re-purpose space and rooms. Ensure all bookable space is utilised. Capacity management at group and site level is vital.
2. Implement immediate customer response time and open and honest communications. Promote ongoing contact and promote forward planning
for experiences and options throughout the year.
3. Maximise upselling through dynamic pricing. Aim to increase spend per head and minimise no-shows through packages and experiences.
4. Faster table turning and shoulder times where possible should be managed through your booking system. Selling pre-ordered packages with
clear and transparent terms and conditions is vital.
5. Retain that all important guest experience through good old-fashioned hospitality for that next visit. Follow up with the right technology partner
for repeat visits.
6. You can reduce no shows through SMS day before using reminder text messaging. Ask for £5pp deposits at peak tables for groups 4+. Sell
experiences and always secure deposits or card authentication. If you can, deliver ‘day before’ phone calls to customers to confirm bookings.
7. Focus on customer profiling as opposed to blanket communication. Use your Customer Journey tech “touch points” to identify your segments.
And re-set the importance of the relationship and customer experience with your ops teams to sit alongside the safety measures.
8. Implement a sales report each week to track bookings vs. capacity, putting you firmly in control of your decision making.
You cannot afford to ignore this vital area of activity. Go for it: put pre-booked sales at the forefront of your future activity and sales culture."
Amber Staynings
CEO, Bums On Seats
Source: KAM Media Plan to Plate 2021 ReportIndustry checklist
ü Be aware of the ‘routes to information and influence’ that match your target
customers – and invest time, effort and money into maximising your reach.
Consider the channels that your customers will be using and the type of
information that is most likely to impact and influence their decisions. There’s
no quick fix though – it needs dedication to keep it up-to-date and relevant.
ü We eat with our eyes – make sure you have quality photography across all
digital. This isn’t just about food, but your venue too. Remember that we
consider occasions and atmosphere to be key drivers of destination, so
photography needs to capture the ‘vibe’ rather than just what things look like.
ü Booking must be quick and easy for customers. We need to take the ‘hassle’
out of going out and do our best to alleviate the pinch points for customers
from their home to the venue - and ensure you leave some space for walk-ins,
because some of us like to be spontaneous!
ü Use technology to create a frictionless experience for customers. Order-and-
pay technologies are great examples of simple fixes to the most common
customer frustrations.
Source: KAM Media Plan to Plate 2021 ReportPURCHASE
This section will explore how the customer decides what
to purchase when they are in the venue. What influences
their decisions and also the role of digital in driving
behaviour at point-of-order/payment.
In partnership withThe role of digital when ordering
Covid has changed all of our lives over the last 12 months,
Total 42% 50% 8%
but one thing it has also done is fast-tracked certain
technological innovations into the mainstream of
consumerism. Male 37% 56% 8%
Mobile phone ordering and payment is one such thing. What would
have been seen as a nice-to-have just over a year ago, now appears Female 48% 45% 6%
to be a staple demand for consumers when visiting pubs, bars and
restaurants. In fact, it would now be considered as an important
factor in choosing one venue over another for nearly half of the UK 18-24 52% 40% 8%
population. What at first may have been seen as a necessity for
social distancing is now becoming a legitimate tool for venues to
streamline the ordering process and creating a frictionless 25-34 65% 30% 5%
environment for customers to view the menu, order and pay thus
freeing up staff to focus on customer service.
35-54 44% 51% 4%
55+ 24% 64% 12%
More important Hasn't changed Less important
’Has having a venue which offers mobile phone ordering and payment
become more or less important to you over the last 12 months?’
Source: KAM Media Plan to Plate 2021 ReportThe role of digital within food and drink menus
‘Would customers prefer physical printed menus There is a place for both traditional printed
or digital menus on phones and tablets?’ menus and chalkboards to work alongside
digital menus through mobile phones and
tablets.
20% Customers want to have the option. It will depend on
occasion, how much time they have and who they are with–
38%
19% so it’s not a case or one or the other, otherwise we risk
All 31% alienating our customers – and in some instances it could be
27%
customers 18-34 55+
the same customer from one day to the next.
62%
8%
40% For example, those with kids are more likely to prefer digital
23%
menus to physical menus. Maybe there’s an entertainment
factor or just the ease of being able to order as soon as you
Physical menus sit down.
27%
It’s no surprise to see that the younger, more tech native,
Digital menus
45%
demographics favour the use of digital but even the majority
29% Without here would like to see both options available. The role of
I would prefer having both With kids 25%
Kids digital within menus is to complement the traditional
available
methods and provide less friction points for customers when
I dont have a preference the place their orders.
36% 15%
Source: KAM Media Plan to Plate 2021 ReportTable service or bar service?
Covid restrictions have meant that pubs and bars in Are we seeing a fundamental shift in consumer expectations around ordering and
particular have had to offer table rather than bar service within pubs and bars? The tradition of ordering and being served drinks
service. How has this impacted the consumer? directly at the bar has been a staple of the Great British pub for as long as they
have been around, however, they do say that necessity is the mother of invention,
and it could be that the pandemic has opened consumers’ eyes to the benefits of
table service. Again, we don’t believe it’s a case of one or the other – but this
certainly suggests that customers want the option, and that many of them
56%
actually prefer the comfort and ease of table service.
Of customers would like to see venues 19%
continue to offer table service even after
29%
they don't legally have to anymore
When pubs and bars re-open after
lockdown, how would customers 52%
prefer to order/be served?
Order/be-served at the bar Order/be-served at your table
I dont have a preference
Source: KAM Media Plan to Plate 2021 Report //Influences on choice of food
‘The top 10 things factors that
On-menu food descriptions should be about more than just will influence our choice of food
what’s ‘in’ the dish. when ordering in pubs, bars and
restaurants’
Outside price, choosing our food when dining in a pub, bar or restaurant
is an emotion-led experience influenced by our mood, who we are with Price 45%
and even the weather. Seasonality and provenance also play a role.
Descriptions on the menu 33%
The menu is your key ‘sales document’. The opportunity here is for
venues to utilise the space they have to describe their dishes and to
My mood 25%
speak about more than just what is in the dish. Done well, menus can
tap into consumer moods and evoke the emotional connections that food
can provide. Good menus can nudge customers towards certain choices. Who I'm with 19%
NB. When customer reference ‘price’ they don’t mean ‘the cheapest Portion size 16%
option’, they are checking it is within their expected budget for that
particular occasion and or that it feels ‘good value’. Recommendation from friend/family 16%
Seasonal produce 12%
Pictures on the menu 12%
Food provenance 11%
The weather 11%
Source: KAM Media Plan to Plate 2021 Report“The menu optimisation process is a health check for the most important sales
document in your business.”
“Menu optimisation will not only ensure that your most important sales document is making you as much
money as it possibly can, but it will help you create a menu which appeals to your customers, helps guests have
a better time in your establishment, makes life easier for your teams, boosts spend per head and ultimately puts
more cash per sale in your till.
Firstly, talk to your customers and your teams and look at your sales data for each item (focus on cash in the till
not GP%) to work out your 'winners' (higher than average sales, higher than average cash profit per sale), your
'crowd pleasers' (higher than average sales, average/low cash profit), your 'potentials' (lower than average sales,
higher than average cash profit) and your 'losers' (lower than average sales, lower than average cash profit) and
then cut your losers!
Top tips for menu design
• By placing ‘Potentials’ next to ‘Winners’ and ‘Crowd Pleasers’ we’ve reliably been able to increase
sales of the dishes we’re trying to push time and time again.
• Menu ‘hotspots’ (top right corner / the first slot in each section) can also be used strategically to
drive sales.
• Lending your name to a dish can really boost sales too. If your restaurant is called Harry’s, try:
‘Harry’s Famous Burger’ or ‘Our Best-selling Burger’.
• A number of studies have indicated that venues can increase spend per head by removing the £
sign to make the price look less like money.
• Use words your customers understand. Choose clarity over cleverness every time. Focus on
descriptive words that bring smells, sights and flavours to life.”
Annica Wainwright
Co-founder, 2Forks
Source: KAM Media Plan to Plate 2021 ReportWhat are we looking for on food menus?
‘The top 10 that if flagged We are creatures of habit so we need to be inspired
against dishes on a menu, would to break away from what we already know and to
encourage customers to order’ venture out of our comfort zone.
Venues need to shout loudly about new dishes and
On special offer 33%
specials in order to break the habits of regular
customers. If we know that we like something it’s often
Today or this weeks special 26%
hard for us to take the risk and try something new, for
fear of getting it wrong.
Healthier option 24%
Labelled as locally sourced 22%
Our menus, though, are one of our
greatest assets in influencing the
customer. They need to take
New to the menu 20%
customers on a journey which
breaks their traditional patterns and
Labelled as best seller 15%
opens them up to trying new
things, adding an extra dish and
Recommended by member of staff 13%
spending that little bit more.
Calorie count 13%
Labelled as vegetarian 10%
Labelled as vegan 8%
Source: KAM Media Plan to Plate 2021 ReportCase Study: Interactive table surfaces at Inamo A great example of innovation when it comes to menus can be found at Inamo, Soho. Here you can order your meal via interactive table surface projections and tablets, customise your virtual tablecloths, play engaging games, watch chef-cam, and even colour and draw on the table surface. Guests can see a tasteful image of the dish/drink item they’re considering projected onto the plate in front of them, with a price and description to the right. They can then decide to add it to their order, and whenever they’re ready can send that directly off to the kitchen/bar to be prepared. This innovative solution combines both interactivity and a ‘fun’ element whilst also improving the customer experience. Source: KAM Media Plan to Plate 2021 Report
The ‘pinch points’ of customer service
These are the top ‘turn-offs’ for customers when it
comes to staff service in pubs, bars and restaurants
Being told a certain dish has run out when you order it 50%
Under-attentive waiting staff 48%
Trying to get a waiting staff's attention when waiting to pay 46%
Trying to get a waiting staff's attention when wanting to order 40%
Waiting to be seated at a table 39%
Not knowing how much youve spent until you see the final bill 35%
Waiting for orders to arrive 31%
Source: KAM Media Plan to Plate 2021 Report // Q. How frustrating do you find the following when eating and/or drinking out in pubs, bars and restaurants?“Information. Education. Communication. Set your teams
up for success by ensuring that service isn't something
that just happens every day. Treat your operations like
bringing a new product to market. Make a plan based on
insight and then share with your teams on a regular basis."
"Writing service steps six years ago and hoping that they still apply
today will not drive profitability or a winning guest experience.
Listen to guest feedback, use it to drive your decision making and
your operations, and share it with your front of house teams.
We mustn't be afraid to change and adapt. Look what the industry
has achieved in the last 14 months, service must be reviewed,
refreshed and respected in the same way."
Chris Fletcher
Co-founder, Exp101
Source: KAM Media Plan to Plate 2021 ReportWe’ve reached the end, now it’s time to pay
How likely customers are to want to do the following when
paying their bill at a pub, bar or restaurant when they re-open?
Be able to see how much you are spending as you go, rather than waiting
47% 31% 22%
till the end when you receive your final bill
Be able to automatically split your bill with other guests rather than having
44% 33% 22%
to work it out yourself
Pay via an app on your phone rather than with server 41% 28% 31%
Pay when you order via your phone 34% 30% 37%
Pre-pay a set amount at the start (e.g. pre-pay £100 for your food and/or
drinks then whatever you dont spend gets credited back to you and if you 30% 24% 47%
go over that amount you have to pay the difference)
Give the venue your payment details at the start and then just get
29% 31% 41%
automatically charged for whatever you spend at the end
Very likely / likely Neither likely nor unlikely Very unlikely / unlikely
Source: KAM Media Plan to Plate 2021 Report“The use of digital order and payment solutions at this
stage of the customer journey has increased dramatically
over the past year and now have a much longer-term
appeal to both consumers and operators alike."
"What is clear is that customers have embraced this technology
and are now looking for new features and a personalised approach.
The full potential of digital payment solutions to create a
frictionless and enhanced guest experience is far from realised and
it will only play an increasingly important role in the future.”
Alison Vasey
Group Product Director, Zonal
Source: KAM Media Plan to Plate 2021 ReportIndustry checklist
ü Hospitality staff need to recognise when they are needed and when to leave the
customer to enjoy their experience. Over attentive staff can be just as much a
frustration as those that are under-attentive.
ü Introduce technology that takes away the pain points of a customer's experience.
Downloading multiple apps for each venue they visit, and even entering card
details each time they pay – all these tiny stages can add up to a clunky customer
experience. Staff should be trained on not just how to use technology to help, but
when to use it.
ü Remember that a menu is not just a list of the products you sell. It’s one of the
key assets to promote your food and drinks but also, importantly, the atmosphere
and occasions that you are trying to foster in your venues. Customers are led by
occasions and then purchase items that fit that need – use menus to evoke
emotions and inspire occasions.
ü Paying the bill at the end of the meal can often mean customers end their
experience on one of the most painful moments. Think about how technological
solutions can alleviate some of the most pressing issues for customers but also
consider their emotional journey – you want them to leave on a high!
Source: KAM Media Plan to Plate 2021 ReportLOYALTY
This section will explore how hospitality brands and
operators can complete the loop and encourage loyalty with
their customers, to ensure they enjoy and connect with the
experience, leave a review and come back for more.
In partnership withEncouraging customers to leave a review
62% of customers say that they have left a ‘What would make a customer
more likely to leave a review?’
review for a pub, bar or restaurant at least
once.
We are more than twice as likely to leave a review when we’ve If you could do it on your smartphone at your
had food than if we’ve visited just for drinks. Women are 14% 33%
own convenience
more likely to leave a review than men, whilst under 35s are
nearly twice as likely to leave reviews than those over 35.
If you collected loyalty points/rewards for leaving
The prevalence of smartphone usage and savviness is having an reviews
31%
impact here, as 1 in 3 of all customers say they are more likely to
leave a review if they can do it on their smartphone, when it suits
them. This is as high as 44% for those in the 25-34-year-old
If you could do it on your smartphone at the
bracket. We also see the power that rewards and a loyalty-style 25%
same time you paid your bill
points scheme can have on driving reviews.
If I could leave a review without having to give
17%
my email address or login
If I can just give a rating on a device the server
13%
hands me or at exit to restaurant/pub
Source: KAM Media Plan to Plate 2021 ReportA loyalty scheme can be a footfall driver
‘How much influence do loyalty schemes have on
where you choose to eat or drink out currently?’
All customers 14% 35% 22% 29% 86% of all pub, bar and restaurant
customers would be interested in joining a
Male 12% 30% 23% 35%
loyalty scheme if it was offered.
For 1 in 7 customers, a loyalty scheme has a significant influence
Female 15% 40% 21% 24% on which venue they choose, this rises to as much as 1 in 5 for
25-34-year-olds. This shows the power of not only loyalty
schemes, in the traditional sense, but in venues creating an
18-24 18% 51% 16% 14% environment that cultivates loyalty.
Customers, ultimately, want to be rewarded for their loyalty. In
25-34 21% 46% 22% 12% whatever form that takes, it’s important to understand the
behaviour that’s been driven here. As customers, we know that
we have options and if we have our favourites then we want to
35-54 14% 38% 21% 26%
feel like that is recognised by the venue/brand – the customer
has given their commitment and they need that to be validated.
55+ 7% 20% 24% 48%
A lot Some A little None at all
Source: KAM Media Plan to Plate 2021 ReportRewarding and incentivising customer loyalty
‘The most popular ‘rewards’ We’re creatures of habit and as so many of us have
customers would want from a pub, experience of using loyalty cards in supermarkets it’s only
bar or restaurant’s loyalty scheme’ natural for us to want a similar offer for when we spend
money in other environments. We are also are in favour of
‘instant gratification’ when it comes to rewards and
Receive points for every pound you spend, which can benefits. Rather than have to wait for a ‘big’ reward we’re
be converted into money-off vouchers (similar to 59% more likely to prefer to benefit from regular small rewards
Tesco Clubcard, Nectar Card, etc.) on each visit.
Receive a regular discount off every purchase size of Customers favour simplicity and
discount is based upon how loyal you are as a ‘useability’ when it comes to being
36%
customer, e.g. bronze, silver, gold and platinum rewarded for their loyalty. “Make it
customer easy for me to gain my rewards
and easy for me to use them.”
Receive exclusive promotions for being a member 26%
We’re also happy to share personal
information if it means that the
Every time you spend over a certain amount in a rewards we receive are tailored to
venue you receive an entrance into a prize draw to the things we like. 79% of
8% customers would be willing to
win substantial prizes, such as TVs, computer
consoles, concert tickets, etc. share their personal information in
this instance.
Receive invite to exclusive events at the venue 5%
Source: KAM Media Plan to Plate 2021 ReportIndustry checklist
ü Forging an ongoing relationship (and dialog) with your customer outside of your venue is absolutely
key. It obviously helps drive repeat visits but they can also become your biggest promoters and
help drive footfall to your venues via positive reviews either online or via word of mouth.
ü Getting to know your customers including the collection and analysis of relevant data is critical
here. It can be used to personalise your communications, evolve and improve your menus, tailor
your events and, ultimately, create a better experience for your customers and help you build a
long-term relationship with them.
ü Try to make reviews a simple and seamless part of the customer journey – for example as part of
the payment process (if using a payment app) or as part of an on-going loyalty scheme (e.g. leave
a review to earn more loyalty points). Not only are customer reviews vital to ensure that the offer
and service provided remains relevant and to a high standard but they are also a valuable tool to
help promote your venues and to encourage new customers.
ü Loyalty schemes can be a great way to drive footfall and repeat visits, but they are also a great
way to collect useful and useable data on your customers. When it comes to loyalty schemes and
loyalty rewards, customers favour simplicity and ‘useability’. Make it easy for them to sign-up and
use the scheme and easy for them to gain rewards.
Source: KAM Media Plan to Plate 2021 ReportFROM PLAN TO PLATE
Summarising the key influences on the
hospitality customer journey in a new world
In partnership withYour checklist from plan to plate… INFLUENCE EVALUATE ü Look at the things that consumers have liked about being at home and ü Invest time, effort and money into maximising your reach through try to replicate these experiences in our venues. marketing channels that match your target customers. ü At the same time accentuate the factors that make hospitality unique ü Have quality photography across all digital - bring your ‘vibe’ to life. (e.g. atmosphere, experience, speciality drinks, etc.). ü Booking must be quick and easy for customers. We need to take the ü Make sure that your offer can straddle ‘at-home’ and ‘in-venue’. ‘hassle’ out of going out – but leave some space for walk-ins. occasions ü The decision-making process is increasingly digitally driven, at virtually ü Be fast and flexible. Be ready and able to influence customer decisions. every customer touchpoint. This is your chance to influence. LOYALTY PURCHASE ü Forging an ongoing relationship (and dialog) with your customer outside ü Staff need to recognise when they are needed and when to leave the of your venue is absolutely key. customer to enjoy their experience. ü Collection and analysis of customer data is critical. It can be used to ü Introduce technology that takes away the pain points for a customer's personalise communications, evolve menus, tailor events and more. experience. ü Try to make reviews a simple and seamless part of the customer ü The menu is one of the key assets to promote your food and drinks but journey- digitalisation is key here. Reviews are vital to ensure that the also, importantly, the atmosphere and occasions that you are trying to offer and service remains relevant and to a high standard. cultivate. ü When it comes to loyalty schemes and loyalty rewards, customers ü Technological solutions can elevate the customer’s emotional journey – favour simplicity and ‘useability’. you want them to leave on a high! Source: KAM Media Plan to Plate 2021 Report
“Technology plays a greater role in all our lives than ever
before, so it’s vital that hospitality keeps pace to remain
relevant in the fight for the leisure pound. As the sector
rebuilds after the challenges of the past year, tech will play a
Innovative technology empowering
leading role in powering the recovery through helping to hospitality businesses
deliver fantastic and memorable experiences for customers.
www.zonal.co.uk
Increasingly, we’re going to see hospitality businesses borrow from the
playbooks of the likes of Amazon and Netflix to drive profitability, but
ultimately a balance needs to be struck between the values of
traditional hospitality and a tech-first approach. The major advantage of
the shift to digital are the valuable insights gained from harvesting data
along the customer journey. Visiting patterns, purchasing habits and
general customer behaviour can help inform and deliver personalised
deals and rewards. It’s a virtuous circle that enables operators to make
smarter decisions and future-proof their business. Moving forwards,
consumers will take their use of tech to the next level, using the likes of
voice-search and voice-ordering features, so operators must be ready to
meet that challenge and satisfy their demands."
Alison Vasey
Group Product Director, Zonal
Source: KAM Media Plan to Plate 2021 Report”We’ve been enjoying the ‘hassle-free’ experience of
entertaining at home over the last 12 months and it has given
customers time to reflect on what frustrates them most about
going out versus staying in.
Providing insight, trends and content
Details are very important right now and venues need to look at every creation for UK hospitality
single potential stress point to ensure the customer experience isn’t www.kam-media.co.uk
compromised. And customer experience and engagement with our
hello@kam-media.co.uk
brands starts well before they walk through the doors and should
continue long after they say goodbye.
The customer journey is multi-faceted, with various decisions that are
made along each step – both conscious and unconscious. The challenge
for brands and operators is to understand the journey and to understand
how and where they are best placed to influence the customer decisions
that are made, whilst utilising the best tools and technology to help.
The last 12 months may have altered the consumer landscape but our
behaviour triggers and barriers are ingrained, and it are these natural
instincts that we are trying to influence. Alleviate the frustrations and
accentuate the positive emotions. Cracking these two elements will
ensure that the ideal customer journey leads straight to your venue’s
door.
Blake Gladman
Strategy & Insight Director, KAM Media
Source: KAM Media Plan to Plate 2021 ReportFROM PLAN TO PLATE
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